UNIVERSITY OF EDUCATION, VEHARI
Course Title: Introduction to linguistics
Submitted By:
Name: Hamna Manzor
Roll No: bsf23002934
Department: BS English
Semester: II
Topic: Analysis of Modality System in English Advertising Slogans
ORCID ID: 0009-0000-5975-7145
Submitted To:
Dr. Zafarullah
ANALYSIS OF
MODALITY SYSTEM
IN ENGLISH
ADVERTISING
SLOGANS ALLPPT
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Description:
Advertising has become an essential part of
people's daily lives due to globalization and
Introduction societal development. Its primary purpose is to
publicize products, spread information, and guide
people to unconsciously engage in purchasing.
English advertising slogans possess unique
vocabulary, syntax, lexeme, stylistic style, and
textual features. Leech [1] and Halliday [2]
explored the stylistic features of English
advertising discourse from a stylistics
perspective. Halliday proposed three meta-
functions: ideational meta-function, interpersonal
meta-function, and textual meta-function. This
article comprehensively analyzes English
MODALITY advertising slogans from the modality system in
SYSTEM interpersonal meta-function, aiming to interpret
the functional characteristics of English slogans.
By investigating how advertising achieves its
purpose through the modality, it instructs
advertisers to compose slogans effectively,
enhancing the ability of advertising speech
communication.
Pictorial View
Research Methodologies:
The methodologies for analyzing the modality system in English advertising slogans
typically involve;
corpus linguistics,
content analysis,
functional grammar analysis,
pragmatic analysis,
quantitative linguistic analysis,
comparative analysis,
discourse analysis.
These methods allow researchers to systematically examine modal expressions,
their functions, and their impact on advertising persuasion.
Analysis of Modality System
01 Data Collection and Analysis
The analysis is based on about 120 English slogans randomly selected from 500 famous
advertisements. These slogans were systematically analyzed to interpret the frequency of occurrence
of various aspects of the modal system, including modality type, modal value, and modal responsibility Main
02 Modalization and Modulation
The modality system in advertising integrates the topic theme, stance, correctness, and validity of the
Points
conclusion. It consists of two parts: modalization and modulation. Modalization involves the speaker's
judgment on the probability and usuality of a discourse proposition, while modulation involves the
judgment on the obligation and inclination of a discourse proposition.
03 Modalization
Modalization is chiefly expressed by modal verbs and modal adverbs. Modal verbs such as "will,
should, would, could, can, must" and modal adverbs like "probably, usually, possibly, always, certainly"
are frequently used in English slogans to present probability.
04 Modulation
Modulation mainly involves modal verbs and extensions of predicates. Modal verbs like "will, should,
must" are frequently used in advertising slogans to make promises to potential consumers and
guarantee product quality.
05 Modal Values
Different modal verbs indicate different levels of modality. The analysis shows that English advertising
slogans commonly use low modal value words, which allow advertisers to present information
objectively and leave choices to potential customers.
06 Modal Responsibility
Modal responsibility can be categorized into explicit subjective, explicit objective, implicit subjective, and
implicit objective. English advertising tends to use more subtle subjective modality, presenting
advertisements as presenting facts and leaving choices to potential customers rather than imposing
ideas on them.
Statistical Data
Conclusion
Based on the systemic functional grammar, this article analyzes
the modality system of English advertising slogans. Through the
data analysis of 120 pieces of slogans and examples, it can be
concluded that English slogans usually employ modalization,
with median or low modality value, accompanied by expressive
subjective orientation. The tactfully use of this system enables
the interpersonal function of advertising to play a considerable
role in advertising discourse. Flexibly choosing and considering
appropriate modal words to convey product information and
attract potential consumers is an issue that advertisers are
required to ponder over. The purpose of advertising is to
promote products and services so that the relationship between
advertisers and consumers can be established. Therefore, from
the perspective of functional grammar, the modality system is
particularly prominent in advertising discourse to convey the
interpersonal meaning.
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